From Dharma Productions to Tyaani: India’s New Luxury Consumer | Ft. Karan Johar, Shravan Satyani

From Dharma Productions to Tyaani: India’s New Luxury Consumer | Ft. Karan Johar, Shravan Satyani

Author: The BarberShop with Shantanu May 22, 2026 Duration: 1:29:11

Everyone thought Karan Johar’s jewellery brand was just another celebrity play.

It wasn’t. Behind Tyaani is a sharper bet: build a ₹250 Cr profitable jewellery brand inside a category that is barely 1% of India’s jewellery market.

So what did Karan Johar and Shravan Satyani understand that most jewellery brands missed?

Today, jewellery is emotion. It is vanity. It is Instagram. It is weddings. It is individuality. It is the feeling of wearing something no one else has.

In this episode of Khul Ke Scale, Shantanu Deshpande (Founder & CEO, Bombay Shaving Company) sits down with Karan Johar (Filmmaker & Founder, Tyaani Jewellery) and Shravan Satyani (Co-founder & Managing Director, Tyaani Jewellery), along with Revant Bhate (CEO & Co-Founder, Mosaic Wellness), to decode how Tyaani built a 12-store, ₹250 Cr profitable jewellery business with 15% PAT.

At the centre of it all is one big consumer shift: the Indian bride no longer wants just one expensive heirloom piece. She wants more looks, more occasions, more individuality, and more value in every purchase. This episode breaks down how Tyaani built around Polki, kept 80% of its inventory exclusive to each store, and still questions whether scaling too fast could hurt the brand.

What you’ll learn from this episode:

• Why Tyaani chose the 1% Polki market instead of chasing 85% gold • How Karan Johar’s taste became a real business advantage • Why Indian brides now want more looks, not just heirloom jewellery • Why 80% store-exclusive inventory is both a moat and a risk • Whether Tyaani should scale stores, take PE money, or prepare for IPO

If you’re building a consumer brand, luxury business, retail company, or founder-led brand, this episode gives you a sharp look at how emotion, exclusivity, systems, and timing come together to build something that lasts.


Step into a space where business talk feels less like a lecture and more like a conversation happening in the back of a classic barbershop. The BarberShop with Shantanu is built on that exact feeling-a place for honest, meandering, and deeply insightful dialogues about the real journey of building something. Host Shantanu, who founded Bombay Shaving Company and Bombae, doesn't just interview guests; he engages in a form of mutual mentorship, drawing on his own experiences to unpack the stories, struggles, and small victories that define entrepreneurship. Each episode feels like a candid exchange, stripping away the polished veneer often found in business media to explore how ideas actually take root and flourish. You'll hear from a variety of voices navigating their own hustles, with conversations that naturally touch on strategy, personal growth, and the often-overlooked human elements behind the brands. This podcast thrives on the free flow of genuine perspective, offering listeners not just lessons, but a sense of camaraderie. It’s a platform dedicated to growth, framed through storytelling that’s as much about the missteps as the milestones. Tune in for a regular dose of reflection and practical wisdom, all shared with the ease of a good chat.
Author: Language: English Episodes: 100

The BarberShop with Shantanu
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